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The Divergence Megatrends

The final module in the 18 Megatrends course is on Divergence, which focuses on anti-mainstream trends. Divergence is a Pattern of Opportunity that is all about going against the grain. In order to provide something truly unique, brands must lean toward the unconventional.

Divergence Megatrends include Authenticity, Many-to-Many, and Personalization. Ultimately, these Megatrends all represent major shifts in collective consciousness, such as rethinking reality, shifting to a peer-to-peer economy, and redefining luxury to focus more on products made specific to one's needs. Take the first step to revolutionizing your industry with this module.

Brands in the food and bev space take advantage of aphrodisiac ingredients

Trend - Certain ingredients are believed to be natural aphrodisiacs. Brands are taking advantage of this by using said ingredients in packaged food and beverage items. This provides more novelty and experimentation to curious consumers.

Workshop Question - Consider an additional benefit or experience your brand could add to its product/service.

Trend - SPF-based products are no longer being prioritized among the final steps of an individuals' self-care routines alone, and are now being used in stages as early as cleansing--in order to enhance the effectiveness of the sun-protection being used.

Cannabis brands tap into need state labeling for simplicity and product education

Trend - Diversity in the cannabis industry means consumers rely on the way brands label their products to help them navigate this space. As a result, an increasing number of brands in the cannabis industry are leveraging need state-based labeling to easily educate consumers on anticipated results.

Workshop Question - What educational value is being offered through the way your product is communicated?

Implications - As customization becomes a more common aspect of products and services consumers purchase today, brands, including those in the skincare industry, are heightening the degree to which their offerings can be tailored to each individual customer.

Workshop Question - What would a hyper-personalized iteration of your offering look like?

Implications - Because hair styling is typically seen as a long-term decision, it hasn't been until recently that brands in the hair care industry have started creating pop-up spaces that offer their services. These pop-up salons come as brands recognize the importance of campaigns that will keep them top-of-mind for consumers, with the world of activations being able to offer the novelty and attention-grabbing platforms they seek.

Implications - As the fight against e-commerce continues to be a focus for brands, the pressure to create a worthwhile in-person experience increases. Supporting this focus on giving consumers a good reason to experience brands in person are experiential, branded cafes that exist either permanently in-store or act as a limited time pop-up experience. The outcome of this approach is to provide consumers with a sensorial experience as well as a chance to purchase tangible goods.

Workshop Question - If your brand were to create a consumer experience representative of itself, what would that look like?

Alternative dairy products and collections take on sophisticated branding

Implications - With the alternative dairy industry booming, brands are tackling oversaturation in this market by offering their products in packaging that boasts modern, minimalist imagery. The use of such branding allows brands to directly cater to consumers seeking high-end products, while offering a point of distinction in an overrun market.

Workshop Question - How could your brand label itself as more distinct than its competition?

Implications - With the 90s fashion revival still in full effect, cosmetic brands are leveraging that fact by offering jelly makeup products in the form of highlighters and lipsticks. The gelatinous base of these products caters to Millennials seeking the nostalgic associations these products bring about, while catering to Gen Z’s sense of play and experimentation when it comes to beauty.

Implications - The rise in prominence of serums has resulted in the combination of cosmetic items and serums, giving consumers hybrid items that simultaneously improve imperfections and cover them up. The combining of such items caters to consumers seeking to reduce steps in their morning routines, while giving brands a clear point of distinction to market.

Workshop Question - How can your brand narrow down the steps involved in purchasing or using the products/services it offers?

Implications - Brands are increasingly offering fragrances that are based in natural and vegan ingredients. This eco-friendly shift comes as a response to the rise of global essential oil purchases, with the assumption that more consumers are replacing classic perfumes with natural alternatives. These products also have the added benefit of catering to consumers concerned with adopting environmentally friendly habits in all aspects of their lives.